Coors head of sponsorship Stuart Cain this week confirmed that two agencies would pitch for the contract, for which work was likely to kick off within a fortnight, given that the first round of the tournament takes place in mid-August.
The tournament has been sponsored by Coors’ Worthington brand for five seasons, but a three-year sponsorship deal for sister brand Carling was unveiled last month.
Cain said Golin/Harris Weber, which Coors retained to promote the Worthington Cup and which currently handles PR to promote Carling’s three-year sponsorship of the Football Association of Wales, would be one of two agencies invited to pitch for the contract.
Golin/Harris Weber will pitch against one of three other, undisclosed agencies, which Cain said he had selected after informal discussions with ‘people in the industry’.
He stressed that he planned to have the pitches and contract completed within a fortnight, with the agency hired for a ‘one-year, rolling contract’.
In addition to media relations, PR work would involve promoting the Carling brand when the draw for each of the tournaments’ rounds is made, as well as other ‘specific events’, said Cain, adding: ‘It gets really busy around semi-finals time.’
The tournament had been dubbed the ‘Worthless Cup’ by many fans, due to the tendency of larger clubs to field second-string teams in the event, much to the sponsors’ chagrin.
However, last season’s competition had something of a renaissance, with a final contested by Liverpool and Manchester United, won by Liverpool.
The draw for the first round of the Carling Cup took place on 25 June.